get some key-people interested,
consider gender and cultural differences,
get peer-2-peer interaction going,
map communities that are already existing and lure them into the virtual world,
get them acquainted with new softwares,
let them enjoy themselves,
build their online awareness and self confidence,
map a learning trajectory so the ones that are interested can get into the social learning software if they want to, but do not want to jump into it alone
...
Somewhere along these lines change is possible, but from time to time, I just look like this:

Luckily I am part of a very creative and innovative team that makes any work look like fun.
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